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McDonald’s buys tech firm to boost drive-thru sales

McDonald’s is set to purchase US/Israeli personalisation vendor Dynamic Yield in an attempt to boost drive-thru sales.

The deal, reportedly worth more than US$300 million, will help the fast food vendor personalise outdoor digital drive-thru menu displays. The tech will analyse a range of variables in order to determine the most persuasive additional items to suggest to customers placing orders.

“With this acquisition, we’re expanding both our ability to increase the role technology and data will play in our future and the speed with which we’ll be able to implement our vision of creating more personalised experiences for our customers,” said McDonald’s president and CEO Steve Easterbrook.

Dynamic Yield has served multiple online retailers, including LVMH-owned cosmetics retailer Sephora and furniture giant Ikea. It has more than 300 clients worldwide.

The technology will be rolled out in drive thrus at US restaurants this year before expanding to other leading international markets.

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